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About 75% of our daily actions happen without us needing to think about them much, like we’re on autopilot. It’s no surprise that many of our clients at Together are keen on tapping into this automatic mode to encourage consumer habits that stick around.
Now, you may have seen us singing praises about our go-to COM-B framework, a reliable tool for figuring out what drives consumer behaviours. When it comes to working with habits, there’s another player in our behavioural arsenal: The Habit Loop.
It’s a simple model (developed by James Clear, the author of the ‘Atomic Habits’ book) breaking down habits into three key components: cue, action, and reward.
In the world of brands, the cue can be something internal, like a morning coffee craving, or external, like that tempting snack packaging winking at you. In the digital space, a notification or a well-timed social media post can serve as a gentle nudge, keeping a product on consumers’ radar.
This is the heart of the matter. At Together, we use the COM-B model to identify the drivers behind a behaviour and use that insight to make the action as easy to complete as possible.
It’s not always just about the immediate joy of a freshly brewed coffee’s aroma or the satisfaction of your favourite post-workout snack. The sense of reward can extend beyond - think improved well-being from consistently choosing healthier food or the warm feeling you get from a progress notification towards your goal. We’re all hardwired to seek rewards, whether it’s the instant delight of a compliment or the long-term satisfaction of eating home-cooked meals.
Understanding the habit loop isn’t just a theoretical exercise - it’s a practical tool for shaping consumer behaviours and making lasting connections with your consumers. The habit loop thrives on the connection between a trigger, a specific behaviour, and the resulting reward. The real trick is in discovering the glue that binds these components together, making habits more likely to enter our regular routines.
Find out how we could apply COM-B and behavioural science to your projects here.
Got a new project you'd like to talk to us about? Get in touch with our team.
If you’ve been following us for a while now you should know that we’re in the business of disrupting consumer behaviour. This is why we include an additional layer of behavioural science across all of our projects, which is where Paulina Lang has stepped in. Paulina joined us in August 2023, adding her research and insights to projects to create more meaningful and impactful campaigns. We sat down with her to find out more!
PRESS RELEASE: Together Agency has announced their appointment as the new creative partner for the iconic alcopop brand, Hooch! Following a competitive pitch process Together will be responsible for developing and executing a dynamic organic and paid social media strategy that injects fresh energy and humour into Hooch's online presence.
Gone are the days when social media was solely about organic posting and reach. Today, businesses are using the power of Facebook and Instagram advertising to boost their brands. With the potential to reach billions of users across the world, these platforms have become indispensable tools for marketers looking to expand their online presence and drive results. Read on for the strategies, tactics and trends that can help you maximise your campaigns on these platforms.
